personal information. there is another trick to growing in popularity. whether searching for news on a hot topic like celebrity gossip, a new gadget or major world event or even as something as mundane as a recipe, be careful where you click. that search results could be 18 to the link. >> people are aware they should be careful when in their e-mail, that same level of awareness needs to be there when you're searching or in facebook. >> many entities spend time and money, including how to get their side to the top of the list of search results. it is called search engine optimizing. a search engine poisoning use the same strategy for scanning.